Emily Anderson

creative strategy + Experience Design

At EA/C, I am changing the world of marketing.

I give businesses the tools to bring their ideas to life, create content that makes life more fun, more meaningful. I give organizations the power to truly engage with their audience.

The challenge

As a Digital Consultant, Emily works with C-level leadership at niche to mid-size businesses on strategies for customer experience transformation and digital innovation.

My engagements employ my digital benchmarking capabilities, industry trends, customer journey mapping, experience prototyping, organizational assessments and other techniques to deliver high-impact recommendations.

Today, I am at the forefront of enabling customers’ digital transformations and new experience-led business models.

As an Experience Designer, I conduct a current state assessment of my client’s digital customer experience journey to understand gaps and challenges.

I lead the design of the future-state customer experience strategy to delivery customer’s business objectives and develop prototypes using software (and other Adobe Solutions).

I collaborate with a variety of stakeholders across my client’s business to formulate, validate and socialize recommendations.

I am continuously building my knowledge of the digital technology, design and marketing landscape and rapidly evolving technologies by liaising with technology solution product managers & engineering, client service, and enablement teams.

I am committed to helping each other grow through my unique service-based approach.

My role: Experience Design Lead

Design and prototype future-state customer experiences that deliver business objectives and KPIs

Lead current state assessment of customer experience through customer journey mapping, analytics and segmentation analysis, ethnography and other observational quantitative customer research

Synthesize insights from a diverse team of strategists, including industry, analytics, digital transformation, technology architecture and value modeling specialists, to formulate holistic strategic recommendations

Clearly articulate opportunities and recommendations to inform the creation of a seamless and delightful cross-channel customer experience and persona strategy

Recommend specific and actionable phased next steps to execute on the recommendations, prioritized by business impact and level of effort

Ability to add organization and process level tracks to the recommendations that consider the client's current digital maturity, org structure and/or regulation limitations

Lead customer executives through variations of design thinking problem solving and rapid prototyping process to jointly create the solution and gain alignment and support for future state customer experience

Develop high-fidelity prototypes using Adobe XD and create strategy for testing through Adobe’s Experience Cloud Products

Ability to lead experience design visioning sessions on future state innovations in customer experience across industries

Interact across a variety of functions and levels in the client’s business, including Marketing, Sales, and IT from practitioner levels to executive leadership

Work across functions within client’s business, their partners, and agencies to socialize and validate my recommendations, build consensus support for the plan, and create a sense of urgency to move forward

Stay up-to-date on rapidly evolving technology, platforms, and cloud-based services and best practices and matching solutions to my clients business needs

10+ years of experience in user experience design, user research and/or design strategy roles

Track record of designing and building digital solutions that deliver measurable impact to business objectives & KPIs

Experience developing designs that conform to industry-specific or client-specific regulations for privacy, security, and compliance

Knowledgeable about effective change management for large-scale digital transformations

Experience with  the following products: Adobe Photoshop, Adobe InDesign, Adobe XD, Adobe Analytics

Strong executive presence and communication skills, with ability to engage, advise and inspire senior executives

Demonstrated ability to mentor and coach others

Demonstrated ability to collaborate effectively in cross-functional teams

High degree of intellectual curiosity and ability to absorb new concepts quickly

High level of energy, personal drive, and positivity

    As a Brand consultant

    I am a strategist who can lead one of the brands most critical lines of business as they continue to push the boundaries of innovation and technology.

    The Team

    EA/C is a bespoke, integrated unit that focuses on technology-adoption strategy for design-driven businesses to help them elevate their marketing ad branding programs.

    Emily is a brave, nimble and smart individual whose experience is as varied as my focussed strategic approach.

    EA/C's goal is to create work that allows brands to play a meaningful role in consumers’ lives.

    Infuse brands, digital, social, comms and data expertise into the briefing process in the effort to keep the client brand fresh and innovative.

    I always take ownership of the quality of the creative brief and briefing process.

    Partner closely with my client counterparts in Creative, inspiring fresh, original creative ideas that are rooted in culture, and in human and business insight.

    Partner closely with client counterparts in Strategy across Social, Digital, Comms, etc.

    Develop strong working relationships with clients informing the basis of trust and action to move those creative ideas from theory to reality.

    10+ years of agency-side strategy experience with a focus on big global brands, tech experience a plus

    Drive big-picture strategic thinking and programs while also able to lead tactical execution on a day-to-day level

    An analytical, framework thinker

    Impeccable client relationship skills and experience working with high touch clients

    Ability to partner with creative and account leads to develop amazing creative work

    Discover more about working at Adobe:

    Adobe Life (video): http://bit.ly/1Zpn8JB

    Those “best places to work” lists love us: http://www.adobe.com/careers/awards.html

    Glassdoor Names Adobe Top 20 Best Places to Work: http://adobe.ly/1OMPO8f

    Skip “performance reviews”(video): http://bit.ly/1SLvIwN

    Adobe Life Magazine: http://blogs.adobe.com/adobelife/adobe-life-magazine/

    Adobe Digital Index: http://www.cmo.com/adobe-digital-index.html

    Adobe Woo Woo Commercial (video): http://adobe.ly/SMEXBb

    25 Years of Photoshop (video): http://bit.ly/1AWPehF

     

    EA/C

    Emily Anderson Creative is a multi-disciplinary, boutique agency that implements integrated marketing + digital strategy for the benefit of creative + style-driven businesses. Our approach drives creative brand strategy through engaging brand narratives. Based on the Main Line of Philadelphia, the studio’s work includes; wed design, branding, product development, native advertising, event design + production, architectural design, furniture and product design, design strategy and creative direction

     
     
     

    Mindful Guide to Modern Living

    Good with style

     
     
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    Come One, Come All

    the meetups

    Print is Still Alive

    The magazine

     
     
     
     
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    Stay in the Know

    Follow EMILY

     
     

    Look At Her Code

    Program: CODE HEROES

    A 6 week after-school program where they learn to make a connection between technology and how it helps them make a positive impact on their world. Evidence-based, teacher-reviewed, kid-friendly and parent-approved programming that merges STEM, computer science, community building, social and emotional awareness, and critical thinking. Programs are funded through through corporate partnerships and brand sponsor programs.

     
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    (Grades 4-5) 

    Kids are tasked with looking within their local community to find a specific issue or problem for which they'll then create a technology-based solution. They'll also learn core skills, including how to plan, design, and execute a digital project.

    (Grades K-3) 

    For many kids lunchtime and recess are two of the most challenging times of the day. Friends save seats, kids play games, and some kids are left out. The "Let's Play Project" is a solution. Kids will build a computer generated wearable technology device designed to help bring kids together in the lunchroom and on the playground.

    BRAND SPONSOSHIP

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    The 2017-2018 pilot program will run in conjunction with the Radnor Township Public School District, Radnor, PA after-school programs, and is offered by the BSD Code + Design Academy, Rosemont, PA.  Each of the townships 3 public schools will run an after school club from March January 2018 to March 2018 for children grades 4 and 5, and grades K-3.


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    Look At Her Code

    Program: CODE HEROES

     

     

     
     
     
     
     
     
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    Let's reconsider the way brands connect.

    GOOD WITH STYLE is a boutique consultancy that helps brands build impactful communications and community through promoting social good. 

    EXPLORE WAYS WE CAN WORK TOGETHER →

    ABOUT

     

    EMILY ANDERSON

    I am motivated by a passion for storytelling, a deep interest in conscious consumption and a strong belief in business as a force for good. 

    Over the years, I have come to believe that social good marketing needs to articulate the positive brand message in a way that makes sense to the consumer.

    My background is in brand management, product development, consumer research, digital transformation, and interactive marketing.

    Over the past decade, I have approached the social impact space as a consumer advocate. As a journalist, entrepreneur, Fortune 500 companies, and now as a consultant. 

    I spent several years managing brands for Donna Karan New York, (an $8B apparel conglomerate with brands including Calvin Klein, Tommy Hilfiger and Speedo) and have worked on sustainability initiatives with BRIDES Magazine, West Elm, CBS Early Show, Ebay, Etsy, P&G, Scott Naturals, Estee Lauder. Previously, I founded a social enterprise selling coffee in Costa Rica; led Content and Community for iVillage, and worked as a freelance sustainable living writer for multiple publications.

    Some organizations I've worked with.(logos)

     

    Think we can collaborate?

    I'd love to hear from you. Shoot me an email, connect with me on LinkedIn or find me on Twitter.

    Let's work together.

     

    STRATEGY

    How can your organization do well by doing good? It starts with a strong strategy for embedding social responsibility throughout. My interdisciplinary approach incorporates shared valuesystems thinkinghuman-centered designand Theory of Change frameworks.

     

    How we can work together:

    • Strategic framework development
    • Impact measurement
    • Trends analysis and benchmarking
    • Innovation management
    • Project management

     

    COMMUNICATIONS

    How do you share your social impact story in a way that’s engaging, authentic and true to your brand? As a former journalist, I take an evidence-based approach that is informed by insights from cognitive psychology, behavioral economics and other disciplines.

     

    How we can work together:

    • Communications strategy
    • Creative concept development and execution
    • Content creation (copywriting, presentation design, data visualization)
    • Digital marketing (email marketing, social media)
    • Corporate responsibility reporting (GRI G4)

     

    COMMUNITY

    Social change doesn’t happen in a bubble. How do you build community around social responsibility initiatives and unite like-minded people and organizations around a common goal? I start by thinking about what drives and motivates people.

     

    How we can work together:

    • Stakeholder engagement
    • Employee engagement
    • Training and education
    • Strategic partnerships

    REQUEST CASE STUDIES + MORE INFORMATION →

    BUSINESS AT ITS BEST

     

    SHARED VALUE

    “Shared value is not social responsibility, philanthropy, or sustainability, but a new way for companies to achieve economic success.” Michael E. Porter and Mark Kramer, “Creating Shared Value,” Harvard Business Review

    Shared value is a management strategy in which companies find business opportunities in social problems. While philanthropy and CSR focus efforts focus on “giving back” or minimizing the harm business has on society, shared value focuses company leaders on maximizing the competitive value of solving social problems in new customers and markets, cost savings, talent retention, and more. 

    More companies are now building and rebuilding business models around social good, which sets them apart from the competition and augments their success. With the help of NGOs, governments, and other stakeholders, business has the power of scale to create real change on monumental social problems.

    SYSTEMS THINKING

    System. We hear and use the word all the time. “There’s no sense in trying to buck the system,” we might say. Or, “This job’s getting out of control, I’ve got to establish a system.” Whether you are aware of it or not, you are a member of many systems – a family, a community, a church, a company. You yourself are a complex biological system comprising many smaller systems. And every day, you probably interact with dozens of systems, such as automobiles, retail stores, the organization you work for, etc. But what exactly is a system? How would we know one if we saw one, and why is it important to understand systems? Most important, how can we manage our organizations more effectively by understanding systems?

    This volume explores these questions and introduces the principles and practice of a quietly growing field: systems thinking. With roots in disciplines as varied as biology, cybernetics, and ecology, systems thinking provides a way of looking at how the world works that differs markedly from the traditional reductionistic, analytic view. Why is a systemic perspective an important complement to analytic thinking? One reason is that understanding how systems work – and how we play a role in them – lets us function more effectively and proactively within them. The more we understand systemic behavior, the more we can anticipate that behavior and work with systems (rather than being controlled by them) to shape the quality of our lives.

    It’s been said that systems thinking is one of the key management competencies for the 21st century. As our world becomes ever more tightly interwoven globally and as the pace of change continues to increase, we will all need to become increasingly “system-wise.” This volume gives you the language and tools you need to start applying systems thinking principles and practices in your own organization.

    What is Human-Centered Design?

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    Human-centered design is a creative approach to problem solving and the backbone of our work at IDEO.org. It’s a process that starts with the people you’re designing for and ends with new solutions that are tailor made to suit their needs. Human-centered design is all about building a deep empathy with the people you’re designing for; generating tons of ideas; building a bunch of prototypes; sharing what you’ve made with the people you’re designing for; and eventually putting your innovative new solution out in the world.

    Human-centered design consists of three phases. In the Inspiration Phase you’ll learn directly from the people you’re designing for as you immerse yourself in their lives and come to deeply understand their needs. In the Ideation Phase you’ll make sense of what you learned, identify opportunities for design, and prototype possible solutions. And in the Implementation Phase you’ll bring your solution to life, and eventually, to market. And you’ll know that your solution will be a success because you’ve kept the very people you’re looking to serve at the heart of the process.

    THEORY OF CHANGE

    Theory of Change is essentially a comprehensive description and illustration of how and why a desired change is expected to happen in a particular context. It is focused in particular on mapping out or “filling in” what has been described as the “missing middle” between what a program or change initiative does (its activities or interventions) and how these lead to desired goals being achieved. It does this by first identifying the desired long-term goals and then works back from these to identify all the conditions (outcomes) that must be in place (and how these related to one another causally) for the goals to occur. These are all mapped out in an Outcomes Framework.

    Vroom

    A Human-Centered Take on Early Childhood Development

    Advances in neuroscience and child development confirm what many educators have long believed: Children’s readiness for kindergarten (and life beyond) hinges on positive engagement with their parents and caregivers during the first five years of their lives. This is the most active period for brain development—children’s brains form new connections at a rate of 700 synapses per second. But as a society, we underinvest in children and families during the earliest years, leaving far too much opportunity on the table. For low-income parents, who may have lacked good models themselves and feel judged or blamed, much of the parenting advice is unattainable. The Bezos Family Foundation and IDEO.org set out to activate engagement through new tools and messages, and to broaden the prescription beyond commonly heard (but not uniformly embraced) directives about reading to children. Could there be a way to communicate brain science directly to parents in ways that positively influence behavior, and raises the value of all forms of positive interaction with babies and toddlers?

    THE OUTCOME

    After extensive interviews with parents, child development experts, and pediatricians around the country, the team developed a large-scale messaging campaign celebrating everyday moments as learning opportunities. Whether sitting in the laundromat or shopping at the supermarket, the fundamental message was that taking advantage of the many chances to engage with a child strengthens the foundation of that child’s brain development. The Bezos Family Foundation built upon our design team’s key insights, further developed them, and in the spring of 2014, launched Vroom. Vroom advocates for the time parents do have and using it in different ways to help build their kids’ brains.

    THE PROCESS

    INSPIRATION

    The IDEO.org team undertook a highly immersive inspiration phase, visiting low-income communities in California, New York, and Pennsylvania to conduct interviews with parents and to observe existing programs aimed at improving child development outcomes. The team learned that many of the parents they met had had very tough upbringings. These parents didn’t feel fully equipped to engage with their children, because their own parents didn’t engage with them. One of the most successful programs the team witnessed during their research was one in which nurses went into people’s homes for several hours each week simply to play with the children in front of the parents. By modeling play, they were able to affect behavior change and shift the parent-child dynamic.

    Interviews with child development experts and pediatricians tended to reinforce the direct findings: If parenting advice is limited to reading books, those who don’t feel comfortable reading aloud may forego all forms of engagement. One pediatrician in New York argued outright that playing, talking to, and responding to children reading trumps reading.

    IDEATION

    When field research was complete, the team returned to San Francisco to synthesize its findings and look for patterns among the interviews. As they synthesized everything they learned, the team began to formulate a voice, identity, and set of design principles for the campaign.They came to some core principles that still guide Vroom today, ideas like Speak in the voice of their peers, Withhold Judgment, and All parents want to be good parents.

    The team came up with a series of personas, each of them representing a woman from the communities being served, then invited mothers to the office to review mood boards, listen to sample voices, and provide feedback on which character they’d trust for advice on child-rearing.

    From this feedback period, the team discovered that most parents, though they weren’t drawn to an academic approach to engaging their children, were very interested in the science behind behavior and brain development. Through a host of interviews, the team heard parents talking about a eureka moment after meeting with a neurologist who explained how the science worked. It was a revelation that had a big impact on how they saw their role in bringing up their child.

    IMPLEMENTATION

    By the end of the Inspiration and Ideation phases, the IDEO.org team had created a strong, well-defined creative brief that could be handed to an advertising agency and used as the foundation for a major campaign. They came up with provocations and prompts for people to play with their kids as well as an advertising strategy that included guerrilla interventions displayed in laundromats instead of on big billboards. After another couple years of refinement and more design work, the Bezos Family Foundation launched the pilot of Vroom in 2014 in King County in Washington State.

     

    Method Spotlight

    Immersion

    There’s no better way to understand the people you’re designing for than by immersing yourself in their lives and communities.

    Often designers find themselves working on behalf of communities that are quite different from them. That’s why Immersion, and the empathy it so often creates, is so critical to the human-centered design process. This project was an awesome exercise in empathy as the designers checked their biases and experiences at the door to fully and openly engage with these low-income parents. For some, it took an extra level of letting go of preconceptions about how a person should parent and required the team to defer judgment to a level they’d never had to do before. 

    To the delight of the individual team members and to the benefit of the project, this approach eventually led to open doors in the participating communities. By immersing in the neighborhoods and communities they were looking to serve, the team established trust with a group of individuals and then those people then told their neighbors and referred friends, creating the critical mass necessary for understanding the audience and building the right brand voice.

    LET'S WORK TOGETHER.

    How we can work together:

    • Content Strategy 
    • Digital Design
    • Integrated Marketing